To understand what type of marketing is best, traditional or digital, for your brand we must investigate both and review what they have to offer. By looking at each type of marketing in further detail we can understand which would be the most effective when marketing for your audience.
To run a successful campaign, a brand must understand how to reach its targeted audience. But which form of marketing best suits the needs of the company and consumers?
What Is Traditional Marketing?
Traditional marketing refers to any type of marketing that isn’t online. It is the oldest form of marketing and includes:
Everyone encounters at least one form of traditional marketing when going about their daily lives.
How Effective Is Traditional Marketing?
Traditional marketing offers brands the chance to reach large numbers of customers at a given time but is most effective when campaigns are targeted to local audiences. Typically, traditional marketing techniques are simple and created so a wider range of people can understand them. Whilst the accessibility of TV, radio, and newspaper is high, these platforms are often ignored by the majority. Consumers turn down the TV when the adverts come on and skip past the newspaper announcements and therefore the engagement rate with traditional marketing can be low compared to the rate of accessibility.
The high access rate may seem very appealing to brands, but only those with a large budget may be able to afford to spend on TV adverts as traditional marketing is far more expensive than digital. However, there are many traditional marketing tools including physical communications in the form of leaflets, brochures, and posters. Printed materials do have an added costs involved which brands must include in their budget to employ staff to hand out, deliver, or display printed material. But this added cost should be considered as an investment for the long-term brand loyalty customers develop when brands invest in brand awareness.
Events give the opportunity for a brand to connect with their customer one to one on a positive personal level. Face-to-face communication is invaluable to your brand as it enables you to create memorable experiences and build brand loyalty. Discover more about brand experience.
Unfortunately, it is not possible to determine a precise number when analysing how many people see traditional marketing campaigns. But a good traditional campaign can promote a digital one which collects any necessary data.
We are seeing more progression in traditional marketing, and have seen digital technology being used to create things like Digital Out of Home sites.
What Is Digital Marketing?
Digital marketing strategies are online rather than in physical form. The world is evolving and more of us spend time online as part of our daily routines. Digital marketing is targeted at the ever-growing digital age and can be found through the following channels:
To efficiently implement digital marketing strategies there must be an understanding of the principles of traditional marketing. The 4P’S – key factors involved in marketing products or services which are product, price, place, and promotion.
How Effective Is Digital Marketing?
Digital marketing offers a two-way communication between brand and consumer. This communication is valued by the customer and builds the emotional connection customers feel towards a brand.
Digital marketing is very practical for modern customers as it is integrated into their daily routines. The speed of initial contact to sale is quick and simple for the consumer. Within seconds they can be reached via social media, sending them straight to the website to view content leading to sales of products or services.
However, digital marketing alone will not force customers to make such impulse buys. A brand must understand how their marketing communications make the customer feel, as a strong bond is what will keep the consumer returning to them over their competitors.
With the potential to go viral, digital marketing has become the quickest way to reach consumers internationally. Easily customisable campaigns are practical to tailor and suit the needs of the consumer. For example, the use of video advertising on YouTube can be easily transferred into blogs for those who prefer to read.
Mixing traditional and digital marketing would enhance the reach to consumers as online campaigns can be ignored or swiped past as in the digital age, many of us are becoming numb to online adverts.
What Type Of Marketing Is Best For Your Brand?
The two marketing strategies go hand in hand and are not one without the other. We see digital advancements in traditional marketing and possibly it is not a question of choosing one but rather how can they work effectively together. Our experts often combine both digital and traditional marketing strategies when supporting our clients to reach a target audience. Traditional marketing techniques are often favoured by our sister company GottaBe! Ethnic as the team know what works best to engage ethnic communities.
Traditional marketing tools are excellent at creating brand awareness. Brand loyalty and awareness is what makes a customers choose to return to your brand over the competitors. Building more traffic to your digital platforms through traditional marketing will allow your brand to extend promotions online tailoring them for user experiences. Your campaigns will be well-rounded if digital and traditional marketing is used together.
At GottaBe! we believe it is important to engage your customers to the highest standard with each campaign. If you’re unsure which form of marketing would benefit your brand best, our experts can help you. Discover the excellent range of services we offer to see how you can get the most out of your campaigns. Our team are also on hand to help and advise you further, so why not get in touch with us?